創造我們的故事：以共同敘事概念建構體驗型互動裝置

數位科技發展讓行銷溝通加入消費者參與的可能性，品牌得以將廣告主張植入開放的敘事結構，邀請消費者參與故事發展並體驗廣告主張。本研究以「共同敘事」概念描述這種新型態的行銷溝通手法，並且主張共同敘事包含「主張」、「敘事」、和「參與」等三個環節。本文鎖定家外裝置作為主要媒介，以「蔬食搶救死亡海域」為溝通議題，提出實踐共同敘事學理的創作計畫。整合感測器、社群、行動運算科技所設計的虛擬海底世界裝置，呈現因人類肉食需求而遭破壞的海底世界，邀請消費者共同決定海底世界的命運，從中了解肉食與生態的關係。透過實作作者發現，設計共同敘事家外裝置時：（1）體驗重點在於故事發展如何被共同決定；（2）適合先將廣告主張轉為簡單因果關係，再安排參與方式；（3）數位科技對故事及體驗的設計都有相當程度的幫助，甚至帶來近似電玩遊戲的沉浸體驗。本文最後提出共同敘事設計框架供後人參考。

關鍵字

共同敘事；故事；體驗；互動裝置

並列摘要

Digital technology empowers marketing communications with the possibilities of consumer participation and interaction. Therefore, the brand converts the advertising claim into an open-ended story structure, and then invites consumers to play a part in the story, shape the ultimate development of the story, and experience the advertising claim directly. In this thesis, we propose a new type of marketing communication technique based on collaborative narrative. And we argue that collaborative narrative consists of three essential elements, namely, advertising claim, story, and consumer participation. We select out-of-home installation as the primary media, and then we outline a creation plan based on the collaborative narrative concept. The main issue of the communication is ＂go vegetarian and revive dead zone.＂ And we integrate sensors, social networks, and mobile computing technologies to design a virtual underwater world. The installation displays an underwater world which is rapidly deteriorated as a result of meat consumption. We ask consumers to revive the marine ecosystems by their joint efforts. By determining the destiny of the underwater world in a collective manner, consumers can understand the relationship between meat intake and ecological protection. Through the creation course, the authors propose three findings of collaborative narrative out-of-home installation design. First, the focus of experience is how the story development to be decided in a collective manner. Second, it' more appropriate to convert the advertising claim into a simple causal relationship first, and then arrange the participatory manner. Third, the digital technologies help a lot for story and experience designing, and bring the immersive experiences that similar to the video games into interactive installations. And this article concludes with a collaborative narrative designing framework for future works.